Gaining a Competitive Edge through Action Design Research

The current business environment is characterized by increased competition and highly innovative approach, in order to create products and services to better respond to the costumers’ needs and expectations. In this specific context, the research approaches need to be more flexible and business oriented and so, throughout the paper we have used a research method that combines design research and action research, named Action Design Research which is a research method used for generating prescriptive design knowledge through building and evaluating IT artifacts in an organizational setting [1]. Following the Action Design Research stages and principles: problem identification, building, intervention and evaluation, reflection and learning and formalization of learning, the research team has developed an online instrument used to actively involve the consumer in the product development process, in order to generate a better consumers insight regarding their needs and desires and to design and/or adjust the product accordingly. The customer engagement IT tool created and tested by using Action Design Research, E-PICUS, has been developed within the framework of the research project „E-solutions for innovation through customer pro-active involvement in value creation to increase organisational competitiveness (E-PICUS)”, PN- II-PT-PCCA-2013-4-1811, currently undergoing.